Pengaruh Brand Trust, Brand Awareness, dan Perceived Quality terhadap Purchase Intention Produk Private Label Jakarta (Studi Kasus pada Indomaret)

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Published: Jul 28, 2024
DOI: https://doi.org/10.24912/jmk.v6i3.31593
Keywords:
brand trust brand awareness perceived quality purchase intention

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Jesslyn Leislee
Universitas Tarumanagara
M. Tony Nawawi
Universitas Tarumanagara

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh brand trust, brand awareness, dan perceived quality terhadap purchase intention pada produk private label Indomaret di Jakarta. Jenis desain penelitian yang digunakan pada penelitian ini adalah desain penelitian deskriptif, kategori desain penelitian cross-sectional, dengan pendekatan kuantitatif. Teknik pengambilan sampel yang digunakan oleh peneliti adalah non-probability sampling dengan menggunakan metode purposive sampling. Populasi pada penelitian ini adalah konsumen yang mengetahui produk private labelIndomaret di Jakarta. Jumlah sampel yang diteliti pada penelitian ini adalah sebanyak 131 responden. Metode pengumpulan data pada penelitian ini dilakukan dengan cara menyebarkan kuesioner dalam bentuk google form yang dibagikan secara online melalui media sosial seperti LINE, WhatsApp, dan Instagram. Teknik analisis data yang digunakan oleh peneliti adalah partial least square-structural equation modeling (PLS-SEM) dan diolah menggunakan aplikasi SmartPLS versi 4. Hasil dari penelitian ini menunjukkan bahwa brand trust berpengaruh secara positif dan signifikan terhadap purchase intention. Brand awareness berpengaruh secara positif dan signifikan terhadap purchase intention. Perceived quality berpengaruh secara positif dan signifikan terhadap purchase intention. Hasil dari penelitian ini diharapkan dapat memberikan referensi maupun pengetahuan kepada pihak Indomaret tentang seberapa pentingnya purchase intention konsumen serta variabel-variabel yang mempengaruhi purchase intention dalam menaikkan jumlah pengunjung yang membeli produk private label toko ritel ini.
 

The purpose of this study is to determine the effect of brand trust, brand awareness, and perceived quality on purchase intention of Indomaret’s private label products in Jakarta. The type of research design used in this study is descriptive research design, cross-sectional research design category, with a quantitative approach. The sampling technique used by the researcher is non-probability sampling, with a purposive sampling method. The population in this study are consumers who know Indomaret’s private label products in Jakarta. The number of samples studied in this study was 131 respondents. The data collection method in this study was carried out by distributing questionnaires in the form of a google form which was shared online via social media such as LINE, WhatsApp and Instagram. The data analysis technique used by the researcher is partial least square-structural equation modeling (PLS-SEM) and processed using the SmartPLS version 4 application. The results of this study shows that brand trust has a positive and significant effect on purchase intention. Brand awareness has a positive and significant effect on purchase intention. Perceived quality has a positive and significant effect on purchase intention. It is hoped that the results of this study can provide reference and knowledge to Indomaret about how important a consumer’s purchase intention is and the variables that effect purchase intention in increasing the number of visitors who buy this retail store's private label products.

Article Details

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Vol. 6 No. 3 (2024): Jurnal Manajerial dan Kewirausahaan
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Author Biographies

Jesslyn Leislee, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

M. Tony Nawawi, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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